Cause-Marketing

Cause Marketing - Research Paper – Arts Marketing AAd 565
Emily Saunders – [e-mail]

I chose to research the topic of cause marketing to benefit the nonprofit cancer community, specifically nonprofit cancer survivor camps for children, teens and young adults. These camps have not used this fundraising strategy and I believe they could benefit from it greatly. This research will provide the tools and understanding of how to design a custom program with for-profits which will fit their marketing and business goals, while raising profits for the camp’s operational costs.
Introduction to Cause Marketing Cause Marketing is the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit. (Wikapedia) The company puts the power of its brand and marketing behind the nonprofit’s cause to generate profits for both. (Daw, p.1) The for-profit has the ability to reach consumers the nonprofit would not be able to for donations, while making the for-profit appear more socially responsible to consumers. “Numerous studies have shown cause-related marketing has helped increase a company’s profits.” (Wikapedia) It also raises awareness for the nonprofits cause and reaches more supporters while increasing funding for the cause. “Today, more and more companies are realizing they can no longer afford to be anonymous benefactors or disengaged citizens.” (Daw, p.28) In recent years the term has come to describe a wider variety of marketing initiatives based on the cooperative efforts of business and charitable causes. However it is important to differentiate cause marketing from corporate philanthropy or sponsorship, it is in fact an intersection of the two. (Sundar, p.208) The objective of all cause-related marketing programs is sales and a promotional campaign is undertaken to that end. Sponsorship and corporate philanthropy is a fixed amount of money which is negotiated and donated in advance to a nonprofit organization

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